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Editor's Notes

• #2: A note about the terminology: Tithing: No matter what our theology of the tithing might be, we need to recognize that the term increasingly does not mean what we want it to mean. It is “inside” language that is generationally tied. Stewardship: Just as with tithing, Stewardship does not connect w/ younger generations. Should it be discarded? No. But we need to develop other terminology appropriate for other settings.
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• #10: Matures are the most generous generation. A greater number of Matures give and to more charities than younger generations. Boomers will have the greatest impact in giving for the foreseeable future. While representing 1/3 of all givers, they contribute 43% of all dollars donated. Only 22% of Gen Xers have given to a charity in response to Direct Mail, as compared to 52% of Matures and 40% of Boomers. Nearly 2/3 of Gen Y give via mobile.
• #11: Matures give largely through direct mail. This is DCC’s default approach and should not be abandoned. Providing opportunities for giving in Honor of someone is important.
• #12: Boomers are the first generation really use websites for giving. But it is important to note that direct mail and the website are equally valued by this generation. Boomers are the “sustainers” and like giving monthly programs.
• #13: Gen Xers embrace a mobile-first approach to engagement and giving. 47% would use mobile to donate, as compared to 20% of Boomers They want to be invited in to fundraise on behalf of an organization.
• #14: Gen Y is also mobile-first. 62% would give via mobile phone Gen X & Y are “social good” shoppers. Roughly half of Gen X & Y have purchased a product who’s proceeds (or portion of proceeds) go to a cause or charity. By comparison, only 36% of Boomers and 20% of Matures say they have done so. Crowdfunding is appealing to this generation. 47% hoave or are likely to give via a crowdfunding platform. Finally, it’s important to note that while Gen Y represents only 11% of total giving, extensive focus group research suggests that Gen Y may become the greatest giving generation ever. Keep in mind that charitable giving usually comes out of an individual’s disposable income, which may explain why the Boomers represent 43% of total giving (they account for half of all disposable income in our nation).
• #16: Matures are very dedicated to giving to places of worship and local social service agencies
• #17: Boomers are also quite committed to giving to support places of worship and local social service providers
• #18: Gen Xers are about as dedicated as Boomers when it comes to places of worship There is a drop in local social service orgs and a significant increase for children’s charities Videos are an important means for engagement They want to see the impact of their donation
• #19: Gen Y is the first generation that doesn’t really give to places of worship (22% of Gen Y compared to 46% of matures) They give children’s charities and human rights Just as with Gen X, videos are important Transparency and impact of their donation is a must for this generation
• #21: The internet is primarily used for banking and email Landline is the chosen mode of phone communication
• #22: Boomers also use the internet primarily for banking and email LinkedIn is a preferred mode of communication Use both mobile and landline
• #23: With Gen X, we see dramatic shift in how the internet is used. 61% of Gen Xers use the internet to shop. They are mobile-first, with 86% using their mobiles as their primary phone.
• #24: Gen Y uses the internet for shopping and video. Twitter is an important mode for communication 98% use a mobile phone as their primary phone. 76% don’t even have a landline (what’s a landline??)
• #26: DCC should continue its use of direct mail and tithing to engage. While PCUSA bequest trends continue a steady decline (in 2012, fewer than 20% of churches reported receiving any bequest revenue), however, the development of an intentional bequest program is worth exploring at DCC. With 42% of Boomers giving through an org website, it might be important to add this capability, both in terms of one-time and recurring donations
• #27: How might DCC engage this population “from the side”? They look for opportunities to utilize “social good” businesses, wanting a tangible return for their investment. In 2013, 49% gave by shopping and 1 in 5 Gen X/Y-ers switched brands for a cause. They gravitate toward social enterprises (i.e. – Warby Parker glasses, Kickstarter schwag… dare I say Mosaic?) Gen X & Y give online (40%/47%) and via mobile (47%/62%). Ease of use and simple, clean interface largely determine whether they give, as well as whether than can become a part of the story. Is it time to ask people to leave their cell’s on in worship (on vibrate) and open up an opportunity to give via mobile? The power of story cannot be underestimated Accountability and transparency are absolutes if Gen Y is going to donate. They want to know specifically how their donation will be used. (i.e. - $10 = 10 meals). Donations to a “general fund” will not work for this generation. Gen X & Y want to share who they donated to online (FB, Twitter). They also like the use of videos as a means for learning about a charity and engaging. Peer-to-peer fundraising and crowdfunding are becoming increasingly central to Gen Y desires for donating. Gen X & Y want to be empowered to carry out fundraising on behalf of an organization. Give them the tools and they will fundraise for you (example: ChangeHeroes.com)
• #31: The DONOR is the focus, not numbers or money. Put the donor at the center of the conversation, emphasizing and responding to the donor’s unasked questions and unstated expectations. Engage them in the conversation and respond to their needs. Ask, listen and adapt. Provide timely, pertinent and relevant information on an ongoing basis. Include a survey for first-time donors on how they’d like to receive information. And promptly offer a thank-you for the donation (e-mail, text, phone call). Understanding WHO our donors are is vitally important for engagement… Generational differences, preferred modes of communication, types of information they want to receive. Customize approaches. Be intentional about collecting data about donors (likes/interests, what they gave to in the past, etc). While bequest trends are moving downward, the development of a Planned Giving program is recommended. DCC is noticeably absent from Gen X/Y sphere. We do not use approaches that engage this generation. Develop a mobile-first strategy and shift our way of thinking. Example: encourage use of mobile in worship (leave phones on!), provide ways to give w/ mobile during worship (app), use videos to engage Incentivized giving is a growing trend (Kickstarter, Indiegogo) for younger generations as is crowdsourcing. While it does cost to implement an incentivized giving program, it would make involvement by the wider community (especially students) more likely. Purchase gifts locally, ideally from a charity that makes the gifts (a double return!) Peer-to-Peer fundraising…ChangeHeroes.com. Create “Ambassador” positions for youth in program areas they connect with.
• #32: It may be time to consider unbundling the DCC budget. Without offering the option for targeted giving, DCC will not be able to customize communication for the donor that responds to interests. Matures & Boomers may want to retain “tithing” to a general budget, but Gen X & Y typically want options and target their gifts. Staffing salaries may need be incorporated into programmatic areas. For those who want to give generally rather than specifically, consider changing the name to “The One Fund” or something that uplifts unity better than “The General Budget” Pledges determine the budget, the budget does not determine pledges. Cold-number budgets, for most, don’t inspire and compel people to give; so use narrative budgets instead. Share transformational stories and highlight how their money made an indelible mark in our community and world over the last year. If DCC wants to engage younger generations, the mindset must be one of “hyperlocal and personal.” Younger generations want an experience where they can become part of the story. They want to see the results of their investment in their own communities. A more balanced approach toward mission giving might be worth exploring, especially as mission is the bread & butter for engagement with younger generations. National/international programs are great, but only insofar as they have a meaningful connection with the giver. Example: “Big Day of Giving” campaign as part of Give Local Now. #givingtuesday Younger generations require visible ROI. They are asking questions like, “What did you do (specifically) with my last gift?” and “Can you demonstrate the impact it made?” In addition, HOW the ask is presented is just as important. For example: $10 = $10 lunches. Simple, clean, direct. DCC is uniquely situated to create a lasting, mutually-beneficial partnership with Davis Downtown. Support their vision and they will support ours. Street Mural? Utilize programs such as checkinforgood.com. Younger generations are increasing giving via social enterprises. They don’t just want to support a charity. They want an EXPERIENCE.